did you notice in the article that it said to get rid of huge hero images that push the content below the fold and then they go and use a huge hero image that pushed their article down below the fold. Maybe the author doesn’t believe in what he is writing?

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<strong></strong> to make things bold
<em></em> to emphasize
<ul><li> or <ol><li> to make lists
<h3> or <h4> to make headings
<pre></pre> for code blocks
<code></code> for a few words of code
<a></a> for links
<img> to paste in an image (it'll need to be hosted somewhere else though)
<blockquote></blockquote> to quote somebody